The World’s Most Interesting Postcard!

by Dean Jackson

Watch the video…and then listen to the podcast!

Marketing Monday 1–3-2011

Hello and welcome to the Marketing live podcast.

My name is Dean Jackson and I am very excited about today’s podcast, you can probably tell from my video how excited I am. I’ve been working literally on this for months and working specifically on an easy way to automate the process of getting referrals and I’m very excited about this because I know that this is going to make you a lot of money this year.

It’s good timing right now, first week of the year – you probably spent a little time reflecting on last year and if you look back and you have a category of your business for repeat and referral business…you start thinking and looking at that and saying “how much referral business did I actually do in the last 12 months?”

If you look at that what we’re calling your referral business we’re including your repeat business because even that is an accomplishment – because according to NAR 80 plus percent of people say they would use the realtor that they used to buy the house that they’re in when they sell it, or they would use the realtor again, but some small percentage like 11 percent of them actually do. So just being enough on somebody’s mind that they would consider you again when it’s time for them to sell is an accomplishment and that’s not something to take lightly, you probably did something to keep in front of your clients so that at least you get that repeat business.

But here’s where when we really start taking it up a level and start looking at that group of people in a strategic way that you see where the real opportunity is.

If I were to ask you of the last 10 people who referred you… if you looked back at those and you told me the story about how that referral came about and if it’s a repeat that’s fine too, but it’s going to have come about in one of three different ways and these are the three types of referrals that we talk about.

1. PASSIVE Referrals
Passive referrals are the best kind to get, those are the ones when people call you up and say my friend Bob told me that you could help me sell my house and we need to be in Poughkeepsie by April.

That is a wonderful call to get because you weren’t expecting it, you didn’t do anything specifically to make it happen and it can brighten up your day whenever it happens and everybody gets those calls. Or your client who you sold a house to four or five years ago calls you up and says “hey we’re looking now to buy a bigger home when can you come over and get together with us?”

That’s another form of passive referral – they’re calling you up and presenting themselves as business to you. That makes up about 80 percent of all of the referrals that you get are that passive type of referral.

2. REACTIVE Referrals
Now the next type is what we call the reactive referral and that’s where your client calls you up and says “hey my friend Bob is going to be moving you should give him a call I told him about you.” Now we call that a reactive referral because you still have to react to that phone call and you have to do something now to make that connection so you have to call their friend, introduce yourself or you have to get that friend to arrange somehow for you to meet that person but you have to react to that circumstance.

And if you look at the remaining portion of your business that’s how it happened. If we do this exercise and I’ve done it hundreds of times you end up with an 80/20 situation where 80 percent of the referrals you get are passive, 20 percent are reactive and what that leaves is the most strategic type of referral…

An orchestrated referral is when you ask for and get a very specific type of referral. And that’s what I’m really concerned about here that’s what I’m focused on is how can we orchestrate that referral process?

If we apply all of the Direct Response principles that we know and use in your before unit to attract people who don’t know you, don’t like you, don’t trust you yet they’re even more effective if we can apply those same direct response strategies to communicating with people who already know you, like you and trust you.

So in order to make that happen, in order to orchestrate those referrals, we need to look at first the dynamics of how referrals happen.

All referrals happen as a result of a conversation.

If you think about this it’s absolutely true for any type of referral whether you’re referring a movie or a book or anything like that and I’ll give you an example.

Last year I was at lunch with a friend Josh who had twisted his back and I had just come from my massage therapist Jenna and he was complaining about his back and how tight it was and I had told him “I’ve just come from my massage therapist Jenna let me give her a call and see if she can get you in right after lunch because I had the same thing and she got right to it for me.”

So I called Jenna, passed the phone over to Josh, they got an appointment arranged for that afternoon; he went to her and next time I saw him he couldn’t thank me enough for setting that up with Jenna because she fixed his back and he was feeling great. And that made me feel good.

You think about that same thing for you, you think about any time that you refer somebody the thing that always makes you feel best is the next time you see them if they took your advice and they thank you for recommending that movie or recommending that restaurant or recommending that book that’s what’s very powerful.

The Referral Myth is that people refer things as a favour to YOU.

Your clients don’t refer you as a favour to you – they refer you because it’s going to make THEM look good, it’s going to make them feel good about themselves when their friend tells them “wow that was a great experience” so they refer because it makes them feel good.

And on a real primal level it raises their STATUS and we’re all wired subconsciously with this need for approval and status and we look at when we do something for somebody, when we do something and introduce something to somebody that makes a positive impact on their life we feel good when that person thanks us.

So think about how YOU refer and even if it is something like a movie or a book or a restaurant you want to know how that worked out because you want to feel good. And when they say did you go see that move oh yeah we loved it; I told you you’d love it.

So you have that same thing where now you’re feeling good because you brought that good thing into somebody’s life.

So if all referrals happen as a result of conversation then how can we use that knowledge to orchestrate referrals?

In order for a referral to take place within a conversation three things have to happen.

1. They have to NOTICE that the conversation is about real estate.

2. They have to THINK about you and…

3. They have to INTRODUCE you into the conversation.

So, those three things all have to happen in order for a referral to take place…and it’s happening all the time.

Your clients are surrounded by conversations at work, at the golf course, at the bowling alley, at their kids’ soccer games, at school, at church, at lunch, everywhere they go that’s what we do – we are a conversational society.

You go you run into people and you talk you have conversations.

So while we’re surrounded by all these people talking the odds are very high that in the next 30 days every single one of the people you know are going to encounter a conversation about real estate.

They’re going to run into somebody talking about buying their first home or they’re going to run into somebody talking about selling a home or buying a bigger home or looking for an investment property or moving out of town or somebody getting a job transfer or a divorce or somebody is getting married or somebody’s kids are going off to college and they’re considering buying a house for the kids while they’re away at school.

So all of those conversations are very high probability conversations and so many of them are about real estate and your clients and your sphere and the people who know you, like you and trust you they may not even notice that that conversation is about real estate.

Or they may notice that it’s about real estate but they might not think about you, that might not immediately trigger that thought about you and they may notice it, they may think about you and they may not say anything or they may think about you and they may introduce you into the conversation by saying you should call my realtor Julie and maybe they will call you and you’ll get that passive referral that we really love.

But for every time that happens there are probably three to five times as many more occasions where they didn’t call you and you find out about it months later when you run into your client at the grocery store and they say “hey did my friend Bob call you?”

“No, no he didn’t”,

“Well I told him all about you I wondered what had happened I saw that he’d listed with Humpty Dumpty Realty instead of you” – and that happens all the time.

But if you could implant a listening device in all of your client’s ears and just like homeland security you could monitor all of their conversations for the next 12 months and when you heard a conversation about real estate you could take over the conversation and you could tell them exactly what to say, you’d probably do a really great job of getting you introduced into the conversation 🙂

But since you don’t have homeland security’s technology or their budget what would be the next best thing?

The next best thing would be to use the power of suggestion and the subconscious mind to stimulate their awareness of those conversations and let them know in advance exactly what to do when they notice a conversation about real estate.

So that’s where I had the idea for “The World’s Most Interesting Postcard”

It’s just a super-easy way to keep in touch with the people who know you, like you and trust you each month to raise their awareness of a conversation to look out for and exactly what to do when they hear it.

So The World’s Most Interesting Postcard is a combination of a great client newsletter and a direct response referral getter.

So each month the front of the card is packed with really interesting fun and entertaining facts and things that are easy to read and then the back of the card stimulates their awareness of a specific conversation and inviting them and telling them exactly what to do if they hear it.

For instance this month is about what to do when they hear someone talking about selling their home or getting their house ready to sell in the spring and what we want them to do instead of passively telling their friend to call you what we want is we want for your client to call YOU so that you can give them your new report on “How to make your house look like a model home in one weekend –for less than $200”.

See they already know you, like you and trust you and your clients are not going to have any kind of reluctance to call you.

PLUS: we’re giving them total control of the situation by offering to give them the report to give to their friend which is often a very easy way for them to introduce you into the conversation.

This way they look good because it was really thoughtful of them just like if they were having that conversation and then they saw an article in the newspaper and they clipped it out and brought it into work with them the next day for them.

Of course when your clients call you you can figure out the best way to get you and their friend connected but the purpose of that card, the purpose of planting that thought was to get them to call you so that now instead of just depending on their friend to call you on their recommendation we’re letting them be in control of this, we’re encouraging your client to call you. And after just a few months of this pattern your clients will really start to notice these conversations and they’ll know exactly what to do when they hear them.

Now another element of the back side of the card is a little dialogue box just above your picture… and you saw that in the video there and this is a fantastic place to ask for EXACTLY the kind of referral that you would like RIGHT NOW.

Maybe you’re working with some buyers who are looking for a particular type of home just like the example I gave of “I’m working with a couple from Atlanta who are looking for a three-bedroom house with a pool so give me a call if you know anyone who has one.”

Or, maybe you just got a brand new listing and you’re excited about that.

Or, maybe you’re having a home buyer workshop in a couple of weeks and you want people to tell their friends about that;

something specific that could stimulate a quick call from your clients something that might be on the top of their mind. They might say “I know who has a pool house that they want to sell” or “I know who should go to that home buyer workshop”, those kind of things we’re getting at the TOP of their mind.

Now I think you can tell I’m pretty excited about this and I am because I know that this is going to make you a lot of money this year and I’ve really got an easy way for you to implement the strategy

so here’s what I’ve got for you…

I’m going to write these postcards for you every month, The World’s Most Interesting Postcard on the front with lots of fun stuff each month and then I’m going to write the referral getting notes on the back side and the free reports that you’ll be offering.

For instance this month’s free report is the report called “How To Make Your House Show like A Model Home In One Weekend for less than $200” so I’ve already written that for you and this is to stimulate referrals of people who are going to be selling their house – And we’re planting that seed NOW to be ready for the spring market when those conversations are really going to kick into high gear, your clients will already be on alert to be looking for those kind of conversations and they’ll know what to do.

So each month we’ll talk about something different.

Next month we’ll talk about move up buyers so we’ll plant that seed of getting the ability for your clients to notice a conversation about people talking about maybe buying a bigger house…and then one month we’ll talk about first time buyers and then we’ll talk about people who may be talking about investment properties.

So I’m going to write these for you every month and I’m going to provide them for you in a format that you can edit to include your contact information and your picture and your company logo just like it looks in the video there.

You’ll be able to put your picture, your contact information and then you can either print or mail these cards yourself or you can just email us your card once you’ve edited with your picture along with your mailing list and we’ll print the cards, we’ll address them and we’ll mail them for you cheaper than you could do it yourself.

You can mail as few or as many cards as you like, there’s no maximum on these you can mail these to just your top 100 clients, you could mail them to all 500 of your clients if you wanted to, it’s very affordable to do.

So each month also you can join us for a Referrals Every Month Coaching Call where we’ll talk about each month’s offer and I’ll explain a little bit about how everything works with that and we’ll share some new Referral-Getting ideas and then you’ll also get access to the Referrals Every Month Members Forum so that you can share your results, you can exchange ideas, you can have conversations with all the other agents around the country who are doing this.

So that’s what I’ve got for you!

“The World’s Most Interesting Postcard” subscription and the Referrals Every Month membership is $199 for the full year or $29 a month.

Our Grand Opening is going to be on January 11th at 1.00 pm, that’s going to be our kick-off call and of course all of our calls will be recorded and transcribed and then they’ll be available for you to download in the members’ area.

So here’s what to do right now…

Just click on The World’s Most Interesting Postcard button below or go to and make sure that you’re one of the first 100 people to join me on Tuesday.

I can’t wait to get started!

I know this is going to make you a lot of money this year and I’m really looking forward to working with you.

So go do that right now and then I’ll send you an email this week with all the coaching call details and what to do next.

This is going to be a great year!

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Highly Contagious Marketing » Blog Archive » Why Your Customers Require Real AND Virtual Products
January 12, 2011 at 6:38 pm


Tom Biggs December 30, 2010 at 9:17 pm

Looks great, Dean! Would we still need a more extensive newsletter? Can this be put into an e-mail or is it just a straight mailer? Looks cool in the video, though.


Lori Hunt December 30, 2010 at 9:25 pm

What a great idea, Dean! This looks really good. I also like the fact that it targets the client’s specific needs. Great job! Now you’ve got me excited about Monday, too. Lori

Joe Brant December 30, 2010 at 9:26 pm

Awesome idea! Already anxious for Monday to be here! I don’t want to miss it.

Thank you for sharing your great ideas.


Audrey Shay December 30, 2010 at 9:45 pm


Brilliant! The front captures your attention,The post it note makes you read. the Looking for 3 br 2 ba …dialogue box is genius, After they read the “looking for” box, they are my client!
Looking forward to Monday.
Happy New Year to you!


Al Saporito December 30, 2010 at 10:15 pm

Simple, direct, and attention getting! What else could anyone ask for in a marketing piece! 2011 is going to be outstanding!!

Nina December 30, 2010 at 10:24 pm

Looks amazing Dean……..I can’t wait for Monday Marketing…..
You are a creative machine…….its a compliment…….Happy New Year….
Nina…..Canada December 30, 2010 at 11:42 pm

Looks great..

I like the format, Colors are great..

Hope to see more like this!

Althea Garner December 31, 2010 at 6:34 am

I’m with Tom on this: great idea but need it in e-mail format. 🙂

Donna December 31, 2010 at 7:29 am

Looks wonderful…very creative….out of the box…but just alittle!
Send more!

Rusty Armstrong December 31, 2010 at 8:18 am

It looks great! I like that it is quick and easy to read.

Phil Brown December 31, 2010 at 9:01 am

Got to Love Ugly Yellow….. looking forward to Monday

Steve Harpaer December 31, 2010 at 9:25 am

I love it too. I’ve long wanted to send a newsletter, but never liked the idea of dealing with printing and folding multiple pages, so I have instead sent Buffini flyers for years. In 2011 I had planned on switching from the Buffini CAP items to postcards and emails that directed my SOI to my online newsletter. If you can make this so I can send postcards and email version, I’m in!

stacie peterson December 31, 2010 at 10:28 am

This is actually something they may keep or show others! I am excited to use it!

Mark Ciochon December 31, 2010 at 10:31 am

Great Job Dean! Sign me up! Oh wait not yet right…. Hey Dean I have a client from Omaha looking for a home in Omaha. If you know anyone let me know lol

Susan December 31, 2010 at 12:32 pm

Dean is like a vacuum, pulling us all forward to a great future!
Thanks Dean! Looking forward to seeing the finished product!

Joe Marino December 31, 2010 at 1:13 pm

Awesome. Can’t wait to get on board with this one!

Richard January 1, 2011 at 11:34 am

Hi Dean

Great thinking dean you are truly an amazing guy!

Jameson Walsh January 1, 2011 at 4:20 pm

Looks great! Looking forward to monday 🙂

Connie Schiffert January 2, 2011 at 4:20 pm

When is the call on Monday – and what is the phone number? I’m looking forward to it!

Cookie Pocchia January 3, 2011 at 6:26 am

Dear Dean,

Fabulous. It looks awesome and different. Looking forward to Monday.


Chuck January 3, 2011 at 11:01 am

Anyone who says they need it by email doesn’t quite GET the concept.

This is a relationship builder, and mailing it is at least 10 times more effective.

Yes it costs more. Yes it’s a little harder to organize. And YES it has way more impact in the mail.

Birthday card vs. clicking a link in your email. Which one do you prefer?

Kevin January 3, 2011 at 11:19 am

Hi Dean, how do you get a pre-printed post-it note like that. Past experience with that idea was very expensive or are we to hand write? Or do you send the post-it note as part of the program?

Gail Crosby January 3, 2011 at 11:43 am

Sounds like a great idea. Can I try it for one month at $29.00 and then get the annual $199 if I like it?

Thanks and happy New Year!

Robert Boyer January 3, 2011 at 4:03 pm

Dean this looks interesting. Chuck, great analogy on the birthday card! Any suggestions on tailoring this for lenders?

Marianne January 4, 2011 at 9:01 am

Hi Dean;
I am fairly new to the business and have only had two clients, so not a lot that can refer me based on their experience with me. Could this still work with my data base that I am collecting with your gettinglistings program? that is currently where most of my leads are coming from.

Danii January 4, 2011 at 3:12 pm

great idea!! love the postcard!!!! Very different and for sure an attention getter!!! Can I try it for 1 month first before signing up for a whole year?

Alan Eggleston January 5, 2011 at 8:36 pm

I’m a little cunfused about the World’s Most Intersting Postcard. Your example showed a yellow side and the back is white. When we order are we getting pre-printed content on a bleed to the edge yellow side, plus a Word template for the back? Or are we just getting the Word template for both sides. If so, how do we get the full yellow bleed. It looks very effective.
Just curious,

Dean Jackson January 7, 2011 at 8:16 pm

The template is a 6 x 9 size…which leaves margins for the yellow bleed. The actual trimmed cards are 8.5 x 5.5
The format will be in Microsoft word. An image on the front with editable text on the back side. Very cool!

Dean Jackson January 7, 2011 at 8:18 pm

Hi Danii…of course you can 🙂

Dean Jackson January 7, 2011 at 8:22 pm

Marianne – this is card that you would send to everyone who KNOWS you and would refer you, or do business with you. Even if they’re not your CLIENTS…there are people you know and like as friends, service providers, church members etc who you would like to have as advocates.
I’d stick with sending the “Get Top Dollar!” newsletter to your GettingListings prospects…and send these cards to 100 people you know in your sphere of influence.

Dean Jackson January 7, 2011 at 8:24 pm

LOL – Kevin…that post it note is a graphic printed on the card 🙂
It’s so good it looks real!

Wade Thomas January 10, 2011 at 11:27 pm

Dean – another GREAT idea!!!! I love the way you think and come up with the latest and greatest ideas!! I can’t wait to get it Tuesday!!! 🙂 Wade

Matt June 21, 2011 at 10:58 am

Fantastic card!

Question for you: As someone who is trying to do their first direct mailing I have questions about the logistics… what’s a good way to manage addresses? where’s good places to get things printed? stamps? any tips for things to look for with printers? should they do the mailing. Would love to get your tips on this.

Ginette Bouffard December 30, 2011 at 9:05 am

I paid for the most intérestings post card and i did not recevied the postcard for the month of décember .would you tell me why

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